Roofing
Roofing Conversion Rate Calculator
See what share of enquiries become inspections and what share of inspections become sold jobs.
Result
Splitting the funnel matters because the fix differs at each step. A poor answer rate is a staffing problem, a poor booking rate is a scripting problem, and a poor win rate is usually a price or trust problem.
Get a Free Business AuditWhat moves the number
- Speed of response, particularly after weather events.
- Inspection to quote conversion, which depends on what the inspection produced.
- Whether the homeowner is going through insurance.
Where this one goes wrong
Measuring from quote onward. In roofing the larger loss is frequently between enquiry and inspection, particularly when several companies are competing for the same roofs after a storm.
Questions
About this calculator
Where are roofing enquiries lost?
Usually before the inspection. A homeowner who called three companies gives the job to whoever inspected first and explained best, and slow response loses the opportunity entirely.
Does an inspection report help?
Considerably. Photographs of what was found turn an abstract price into an evidenced recommendation, and they are difficult for a competitor's verbal quote to compete with.
How does insurance change the process?
It adds an adjuster, a timeline and a scope you do not control. Tracking insurance and retail work separately is the only way either figure means anything.
The formula
each step = that step / the step before it; overall = jobs / enquiries
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How to use this calculator
- Enquiries. Enter your own figure; the page starts at 100.
- Answered or returned. Enter your own figure; the page starts at 82.
- Booked an appointment. Enter your own figure; the page starts at 55.
- Became paid jobs. Enter your own figure; the page starts at 33.
- Average job value ($). Enter your own figure; the page starts at $9,800.
The result updates as you type, so you can try a figure, see what it does to enquiry to job, and change it back. Nothing you enter is sent anywhere or saved.
A worked example
These are the figures the calculator opens with. Every number in the results column below is produced by the same calculation the page runs, so you can follow it through before putting your own figures in.
What goes in
| Input | Value |
|---|---|
| Enquiries | 100 |
| Answered or returned | 82 |
| Booked an appointment | 55 |
| Became paid jobs | 33 |
| Average job value | $9,800 |
What comes out
| Result | Value |
|---|---|
| Enquiry to job main result | 33.0% |
| Answered | 82.0% |
| Answered to booked | 67.1% |
| Booked to won | 60.0% |
| Value of what fell through | $656,600 |
33.0% of enquiries become jobs. The biggest drop is worth finding: 82.0% get answered, 67.1% of those book, 60.0% of those buy. The ones that fell through were worth $656,600.
How sensitive the answer is
Holding everything else steady and changing only average job value, this is what happens to enquiry to job. It is worth knowing which of your inputs the answer actually hinges on, and which barely move it.
| Average job value ($) | Enquiry to job |
|---|---|
| $4,900 | 33.0% |
| $7,350 | 33.0% |
| $9,800 example above | 33.0% |
| $14,700 | 33.0% |
| $19,600 | 33.0% |
Every other input is held at the example value while this one changes, which is not how a real job behaves. Treat it as a guide to which number matters most, not as five separate quotes.
What each figure means
- Enquiries
- A number, between 0 and 100000, starting at 100.
- Answered or returned
- A number, between 0 and 100000, starting at 82.
- Booked an appointment
- A number, between 0 and 100000, starting at 55.
- Became paid jobs
- A number, between 0 and 100000, starting at 33.
- Average job value ($)
- A money amount, starting at $9,800.
What the results tell you
| Result | What it is |
|---|---|
| Enquiry to job | The headline result. A percentage. |
| Answered | A percentage. |
| Answered to booked | A percentage. |
| Booked to won | A percentage. |
| Value of what fell through | A money figure. |
What this cannot see
Material quantities assume a clean rectangular plane and the waste factor you enter. Valleys, hips, dormers, penetrations and a steep pitch all raise real waste, and a tear-off frequently uncovers decking that was not in the quote.
Estimating is the easy part
The jobs you never hear about cost more than the ones you mis-measure. BDEVY builds the marketing, systems and automation that bring them in.